Coca-Cola: the world’s most valuable beverage brand, with a history spanning over a century

11 januari 2024
BrandZ case studies

Coca-Cola's pioneering strategies in innovative product launches, engaging experiences, and collaborations demonstrate its commitment to staying at the forefront of consumer engagement. By consistently redefining its brand through creative endeavors, Coca-Cola sets an inspiring example for businesses striving to achieve success through outstanding innovations

Exemplifying its leading innovations, the brand launched four limited edition flavours in 2022. Each launch was coupled with a unique experience to engage younger consumers through its new global innovation platform, Coca-Cola Creations. These ranged from collaborations with DJ Marshmello to metaverse explorations, including a virtual concert by Ava Max for ‘Starlight’ drinkers, a series of Fortnite metaverse games for Byte drinkers and a digital clothing line for the metaverse in collaboration with the digital fashion platform DRESSX for Dreamworld drinkers.

  Coca-Cola ads 

Source: BrandZ, Global Data, 2022


Another example of Coca-Cola’s great innovation is entering profitable sub-categories. Coca-Cola is always looking for longer-term innovations to its range to stay ahead of any category disruption. For example through the cooperation between Jack Daniel’s and Coca-Cola, that was launched on November 2022 in Mexico, and due to be launched in the USA and Europe in 2023. Another example is the entrance of Coca-Cola into the coffee market. Released in January 2021 in the USA, brand director Strickland outlined: “Many people are often torn between reaching for a soft drink or a coffee at 3 p.m. at work, at school or on the go. Now, you don’t need to leave Coca-Cola to get your coffee fix.”

Not to forget are their memorable campaigns. The ‘Share a Coke’ campaign, beginning in Australia in 2011, saw Coca-Cola replacing its usual branding with 150 of Australia’s most popular names. After selling 250 million bottles and cans that summer, increasing young adult consumption by 7% and traffic to the Coke Facebook site increasing by 870%, the campaign was rolled out to more than 70 markets.

Kantar’s Outstanding Innovation Awards 2023 celebrate brands worldwide in five categories that have used meaningful and different innovation to drive sustained growth. Coca-Cola being one of the winners in its category exemplifies the blueprint for successful innovation. So, what does good innovation look like? And how does Coca-Cola drive growth through innovation? Read it in the Outstanding Innovation Awards 2023 guide


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